Chapter 15. Advertising & Public Relations

Question 1

What is the goal of Advertising?

Answer 1

Help consumers move through the buying process

Question 2

What are the main types of Advertising?

Answer 2

Print
Broadcast
Outdoor
Internet/Social Media

Question 3

What four important decisions must Marketing Management make when developing an Advertising program?

Answer 3

Set Advertising Objectives
Set Advertising Budget
Create an Advertising strategy
Evaluate Ad-Effectiveness and Ad-ROI

Question 4

Define Advertising Objective

Answer 4

The specific communication task to be accomplished with a target audience during a specific period of time. Classified by the purpose:
“Inform, Persuade, and Remind”

Question 5

What are the methods for Setting and Advertising Budget?

Answer 5

Affordable approach
Percent of Sales
Competitive Parity
Objective and Task

Question 6

What are the two major elements of an Advertising Strategy

Answer 6

Creating Advertising messages
Selecting Advertising media

Question 7

Define the term “Madison & Vine” in Advertising

Answer 7

Describes the merging of advertising and entertainment in an effort to break through the clutter and reach new customers with engaging messages.

Question 8

Define Native Advertising

Answer 8

Advertising that looks like the natural content surrounding it on the internet or other social platforms.

Question 9

Define Creative Concept

Answer 9

The big idea that brings the advertising strategy to life in a distinctive and memorable way.

Question 10

Define Message Execution

Answer 10

The approach, style, tone, words, and format of the ad message.

Question 11

What is Consumer-Generated Content?

Answer 11

The incorporation of user-generated social media content in traditional and social media campaigns (ex. Dorito’s Crash the Super Bowl)

Question 12

What is Consumer-Generated Content?

Answer 12

The incorporation of user-generated social media content in traditional and social media campaigns (ex. Dorito’s Crash the Super Bowl)

Question 13

What are the major steps in selecting Advertising Media?

Answer 13

1. Determine reach, frequency, and impact
2. Choose among major media types
3. Select specific media vehicles
4. Choose media timing

Question 14

What two types of advertising results should advertisers evaluate?

Answer 14

1. Communication effects
2. Sales and Profit effects

Question 15

Define Public Relations

Answer 15

Consists of activities designed to engage and build relations with various publics.

Question 16

What functions are included in Public Relations?

Answer 16

1. Press relations
2. Product and Brand publicity
3. Public affairs
4. Lobbying
5. Investor relations
6. Development (donors & non-profits)

Question 17

What are the types of Advertising Agencies?

Answer 17

1. Full Service (15% commission)
2. Creative Boutiques
3. Media Buying Services (2-4%)
4. In-House

Question 18

Define “Churning” in relation to Ad Agencies

Answer 18

Changing Ad Agencies frequently.

Question 19

What is the Model for what is important in Advertising (Lecture)?

Answer 19

1. Strategy
2. Creativity
3. Execution

Question 20

What are the Creative types of Message Strategies?

Answer 20

1. Unique Selling Position
2. Comparative
3. Demonstration
4. Testimonial
5. Slice-of-Life
6. Fear appeal
7. Sex appeal
8. Humor
9. Slogan & jingles

Question 21

Of the Creative message strategies, which have the risk of overshadowing the product?

Answer 21

Fear appeal, sex appeal, and humor

Question 22

Define “reach” in relation to Ad Effectiveness

Answer 22

The percentage of consumers who have the opportunity to be exposed to the ad at least once in a period of time.

Question 23

Define “targeted reach” in relation to Ad Effectiveness

Answer 23

Portion of consumers reached within the target market.

Question 24

What are design components in an Ad?

Answer 24

1. Visual Hierarchy & Optical Weight
2. Visual flow (“Z” shape)
3. Type-dominant vs. Image-dominant
4. Symmetrical vs. Asymmetrical balance

Question 25

Define Semiotics

Answer 25

the study of signs. Focuses on the parts of a message and their interrelationship. Typically draws on references.

Question 26

What does “Signifier” mean?

Answer 26

The material form of a sign.

Question 27

What does “Signified” mean?

Answer 27

The thing it stands for.

Question 28

What the negative critiques of Advertising?

Answer 28

1. Subliminal Seduction (Key 974)
2. Idealized Images (Social Comparison Theory)
3. Gender Issues (Male Gaze)